With a gallon of milk costing less than a gallon of gas in many places, it's not surprising to hear Activision CEO Bobby Kotick keep on message about console price cuts in this economy. Speaking with the Times Online, he believes there is real demographic expansion within the industry's customer base, but feels the cost of purchasing hardware is "prohibitive."

He points out that during economic slowdowns the game industry does well because people are looking for entertainment in their homes. Kotick may get his wish if the rumors of an incoming Xbox 360 price drop are true; at the same time, NPD figures show consumers warming up to the PS3's price. Meanwhile, we ponder making a car that runs on milk.

[Via GameDaily]

This article was originally published on Joystiq.

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